B2B BUYER JOURNEYS
Insights and best practices for connecting with today’s buyers
In today’s B2B marketplace, there’s no “funnel” anymore. To turn awareness into leads and sales, you have to connect with prospects and customers at critical moments when they’re most receptive to your message.
That means understanding their full purchasing processes — the way they actually buy, not the typical marketing funnel view. Then, you can be more strategic in your campaign planning and more agile and effective at connecting to your customers wherever they are in their buying cycles.
Here are some resources that can help.
ARTICLE
How B2B buyer journey analysis can elevate your customer experience.
When you view customer experience as an evolution of the buyer journey, qualitative research can help you better understand why customers buy — or stop buying.
ARTICLE
Three reasons marketers get the B2B buyer’s journey wrong.
Many B2B marketers still try to push or pull buyers through an inside-out view of the world called the marketing funnel. But what if we let buyers lead us instead? Learn how to better connect with buyers to drive campaign results skyward.
ARTICLE
Why B2B buyer journeys must reflect true motivators and barriers.
You’re under pressure to transform campaign performance on a tight budget. Learn how buyer journeys that visualize the true motivators and barriers in today’s more complicated buying cycles help create high-performance B2B campaigns.
VIDEO
Get your whole team on-script with a B2B messaging platform.
Producing B2B content without planning ahead can cause chaos. Watch this short video to see how creating a messaging platform keeps your content consistent across channels to make your marketing, PR, and sales folks more effective.
ARTICLE
Three ways to create ideal customer personas that do their jobs better.
Too many B2B personas fall short of capturing today’s actual buyers. Read how marketers can connect buyers with critical buying moments on an emotional level to drive higher brand value and deliver greater campaign results.